Motorola is to launch ten new mobile phones between now and the end of the year and is setting itself a hugely ambitious sales target for 2004.

Patrick Mulligan, regional manager of the personal communications sector, said today that he aims to grow Motorola's share of the regional handset market from the current 15% (in unit terms) to 25% next year. "If not, I think someone else will be talking to you," Mulligan told journalists.

Motorola once dominated the mobile handset market, but lost the number one spot to Nokia years ago and is perceived to have fallen behind rivals in terms of innovation. This isn't the first time that Motorola has pledged to rectify the situation, but this time Mulligan is hopeful things will be different.

A major difference now, he says, is the company's improved global performance, after several years during which it struggled. Mulligan also believes that this Q4 product lineup is vastly better than anything Motorola has come up with recently and he says that there will be "substantial" investment in marketing the products.

The new lineup includes a product for each consumer segment and price point. Eight of the ten new phones have colour displays and seven have a built-in camera. Amongst them is a Windows-based phone/PDA, the MPX200, and what may well be the region's first third generation handset, the A920.